So, where did it all go wrong?
This is opinion based on my own experience.
I started using the browser when it had some naming confusion - firebird.
At that time, ie4 dominated, microsoft got it right, Netscape had lost the plot with 'communicator', it became bug ridden bloatware.
I was dedicated to the cause, made a few donations, got the t-shirt and generally told everyone I could to give it a try.
It fitted perfectly with the birth of web standards, the rise of the 'ethical' web programmer - 'take back the web' was more than just a dig at microsoft for many, it was a dig at what commercial interests had wrought. A complete mess that led to the .com meltdown.
Somewhere between then and now, in my humble opinion, Firefox has come close to the fate of the ashes it sprang from. Certainly, it's a far cry from the mess that Netscape became. It's still a very capable browser, but compared to webkit based browsers, it's lagging behind.
The same people that lauded it, that promoted it, that lived and breathed the ethos behind what it stood for, are (mostly) now chrome users.
The reason is simple - it's a better browser. How arguable is that? Well, anything is arguable, but I think the numbers speak for themselves.
So, where does firefox go from here?
How does it take back the share from the young upstart?
Not easily. Google has become synonymous with web search, maps, mobile - heck, the internet itself.
The sheer clout it has in terms of revenue and marketing muscle is part of the reason Chrome has forged ahead of firefox.
The other reason?
It's a better browser.
I'll get my coat ...